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Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
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Competitive analysis
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Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
Competitive analysis
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Competitive analysis
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Competitive analysis

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  1. Competitive Analysis<br />-AnujaBihani<br />
  2. Categories within Apparel<br />Apparel<br />Men’s Wear<br />Women’s Wear<br />Children’s Wear<br />Formal Wear<br />Casual Wear<br />Accessories<br />Infants<br />Toddlers<br />Sleepwear<br />Western<br />Indian<br />Girls & Boys Wear<br />Innerwear<br />Evening Wear<br />Loungewear<br />Teens<br />Accessories<br />
  3. Kolkata Primary Survey<br />Multi brand Outlets<br />Big Bazaar<br />Pantaloons<br />Brand Factory<br />Central<br />Kolkata Bazaar<br />Westside<br />
  4. Kolkata Primary Survey<br />Multi brand Outlets…<br />Shoppers Stop<br />Globus<br />Lifestyle<br />Ebony<br />
  5. Kolkata Primary Survey<br />Exclusive Brand Outlets<br />Levis <br />Wills Lifestyle<br />Allen Solly<br />Louis Phillipe<br />Van Heusen<br />Arrow<br />Tommy Hilfiger<br />
  6. Kolkata Primary Survey<br />Exclusive Brand Outlets….<br />Dockers<br />BIBA<br />Marks & Spencer<br />Lilliput<br />Gini & Jony<br />Colorplus<br />
  7. Future Group<br />Future Group shall deliver Everything, everywhere, everytime for every Indian Consumer in the most profitable manner.<br /> We share the vision and belief that our customers and stakeholders shall be served only by creating and executing future scenarios in the consumption space leading to economic development <br />
  8. Future Group<br />Big Bazaar<br />Pantaloons<br />Brand Factory<br />Central<br />
  9. Big Bazaar<br />Big Bazaar is a chain of hypermarkets in India, with more than 100 stores in operation. It is a subsidiary of Future Group Venture Ltd's, and follows the business model of United States-based Wal-Mart.<br />
  10. Big Bazaar<br /><ul><li>Provides the best products at the best price.
  11. Reflect the look and feel of Indian bazaars at their modern outlets .
  12. All over India, Big Bazaar attracts a few thousand customers on any regular day.</li></li></ul><li>Big Bazaar<br />Target audience<br /><ul><li>Big Bazaar targets higher and upper middle class customers .
  13. The large and growing young working population is a preferred customer segment
  14. Big Bazaar specifically targets working women and home makers who are the primary decision makers</li></li></ul><li>Retail Mix<br /><ul><li>Merchandise assortment
  15. Location
  16. Price
  17. Visual merchandising
  18. Store atmosphere
  19. Customer service
  20. Advertising
  21. Promotion
  22. Personal selling</li></li></ul><li>Big Bazaar<br />Stores Visited: Lee road, VIP road, Hiland Park, Mani Square <br />Less Breathing Space<br />Excessive Schemes(danglers)<br />Loud announcements<br /> (Sab Bazaar ekbaar Big Bazaar Bar bar )<br /> Satisfactory Staff<br />Medium quality Display <br />No Mirrors<br />
  23. Big Bazaar<br />Price cues used<br />SabseSasta Din (15th August and 26th January)<br />Asin and Dhoni Brand ambassadors<br />Exchange schemes to induce purchases <br />Store Specific<br /> VIP road <br /> Exit well placed<br /> Kids section on entry and then the grocery section <br />
  24. Observations @ Big Bazaar<br />Big bazaar was extremely crowded specially the grocery section, the second floor wherein there were apparels was comfortable <br />There were danglers all over the place which made it look very flooded with sales schemes<br />Customers sounded pretty satisfied, they thought that big bazaar had a value for money offering <br />A lot of vernacular advertising<br />Communicates offers and range in a big way<br />Festive oriented<br />
  25. Big Bazaar<br />
  26. Big Bazaar<br />
  27. Big Bazaar<br />
  28. Pantaloons<br />Pantaloon Retail (India) Limited, is India’s leading retailer that operates multiple retail formats in both the value and lifestyle segment of the Indian consumer market.<br />
  29. Pantaloons<br />Stores Visited: Camac street, South city mall <br />Excellent Display<br />Adequate Breathing space<br />Courteous staff<br />Ambience comfortable<br />Gift vouchers<br />Upcoming movie collection(London dreams)<br />Viewed as trend setters<br />
  30. Pantaloons<br />User friendly e-store (http://pantaloon.futurebazaar.com/indexPantaloon.jsp)<br />Sponsor of events like Femina Miss India<br />
  31. Observations @ Pantaloons<br />The design of the store is fabulous assisting the consumer and reinforcing his/her purchase decision every time; for example there was a round structure created with mirrors where the consumer could see even the accessories on her/him<br />Even the staff reinforced and acted as a stimulus during the point of purchase<br />
  32. Pantaloons<br />
  33. Pantaloons<br />
  34. Pantaloons<br />
  35. Pantaloons<br />
  36. Brand Factory<br />Future Group obsolete stock <br />Lack of breathing space<br />200 Brands 20-50% discount 365 days<br />
  37. Observations @ Brand Factory<br />Brand factory is the ultimate destination for innumerable brands, Consumers have that mindset while entering the store that they will get expensive brands at affordable rates hence they tend to compromise on breathing space<br />
  38. Central<br />
  39. Central<br />
  40. Central<br />
  41. Central<br />
  42. Central<br />Communicates both Range as well as Promos<br />Target Market is upward moving trendy urban customers<br />A very vibrant and peppy feel to the communication<br />
  43. Kolkata Bazaar<br />Spacious<br />Visual display poor<br />Inferior merchandize <br />
  44. Observations @ Kolkata Bazaar<br />The merchandize quality and display is extremely poor <br />There were hardly any customers<br />The offerings were low priced and inferior in quality<br />
  45. Westside<br />The company has a turnover of Rs. 357.6 crores (FY 2005-2006) and currently operates 36 stores in the major metros and mini metros of India. An international shopping experience, a perception of values, and offering the latest styles, has created a loyal following for Westside's own brand of merchandise.<br />Westside was named the 'Most Admired Large Format Retail Chain of the Year' by the Lycra Images Fashion Awards2005.<br />
  46. Westside<br />Stores Visited: Camac street, Mani Square <br />Kids collection (Hanna Montana)<br />Schemes not excessively marketed but noticeable<br />Price cues used<br />Gift Vouchers<br />Store Specific<br />Mani square Excellent Display<br />
  47. Westside<br />The kids section was strategically thought of with there being a Hanna Montana counter, the kids lead their parents to the stores- hence Westside en cashed on getting customers to visit their stores first <br />
  48. Westside<br />
  49. Westside<br />
  50. Shoppers Stop<br />
  51. Shoppers Stop<br />
  52. Shoppers Stop<br />
  53. Shoppers Stop<br />
  54. Shoppers Stop<br />
  55. Shoppers Stop<br />
  56. Shoppers Stop<br />Generally sale and promo communication<br />Black and white communication in accordance with the brand campaign <br /> One or two ticket size offers and not arrays of offers<br />Does not have a fixed visual grammar, often determined by the partner brand<br />Selective vernacular communication<br />Communication does not showcase range of apparel available but portrays a mood not essentially related to shopping<br />
  57. Globus<br />Celebrity endorser<br />Communicates both range and the prices upfront<br />Does not showcase low end apparel but advertises expensive clothes<br />Has a fixed visual grammar and ensures that the communication is dynamic<br />Has a very international feel to it<br />No vernacular advertising<br />
  58. Globus<br />
  59. Globus<br />
  60. Globus<br />
  61. Lifestyle<br />
  62. Lifestyle<br />
  63. Lifestyle<br />
  64. Lifestyle<br />Communicates range in a very simple and clutter free way<br />Communicates gifting options also<br />The moods are very Indian and can be related to by the common Indian urban consumer<br />Mostly communicated through fashion and current affairs magazines, not present in dailies<br />The communication is not aspirational<br />No vernacular advertising<br />
  65. Ebony<br />
  66. Ebony<br />
  67. Ebony<br />
  68. Ebony<br />Totally promo driven communication<br />Does not showcase range or products<br />Very similar to retail advertising but not close to fashion advertising<br />
  69. Levis <br />
  70. Levis<br />
  71. Levis<br />
  72. Levis<br />
  73. Levis<br />Levis-Elgin road Crossing <br />Excellent Scheme<br /> Change your reach 150 I phones<br /> Change your studio 50 Mc Books<br /> Change your World Car Beat<br />Others:<br />Spykars, Wills, Benetton…… <br />
  74. Observation @ Levis<br />Levis had a cool ambience and the entire store depicted the brand personality – “Rebel” extremely well <br />The campaign was well targeted to the youth<br />Celebrity endorser<br />Sale and product communication<br />Bold communication<br />Consistent visual grammar<br />
  75. Wills Lifestyle<br />
  76. Wills Lifestyle<br />
  77. Wills Lifestyle<br />
  78. Wills Lifestyle<br />
  79. Observations @ Wills Lifestyle<br />Designer apparel with mention of the designer <br />Outdoor ambience sets the mood and adds to the story<br />International look and feel<br />Stylized communication<br />
  80. Allen Solly<br />
  81. Allen Solly<br />
  82. Allen Solly<br />
  83. Observations @ Allen Solly<br />Relaxed communication<br />Showcases the range<br />Has different stories for different products<br />Tells the same story in more than one way<br />Communicates only to the working man<br />Portrays him to be a hero in his own sphere<br />
  84. Louis Phillipe<br />
  85. Louis Phillipe<br />
  86. Louis Phillipe<br />Very similar to other communication in the category<br />A lot of mood advertising<br />Showcases the range<br />The communication is aspirationalfor the urban office-goer<br />
  87. Van Heusen<br />
  88. Van Heusen<br />
  89. Van Heusen<br />
  90. Van Heusen<br />
  91. Van Heusen<br />
  92. Van Heusen<br />
  93. Arrow<br />
  94. Arrow<br />
  95. Arrow<br />
  96. Arrow<br />
  97. Arrow<br />
  98. Arrow<br />Sale and promo communication<br />Authoritative tonality<br />Does not showcase any range<br />
  99. Tommy Hilfiger<br />
  100. Tommy Hilfiger<br />
  101. Tommy Hilfiger<br />
  102. Tommy Hilfiger<br />Sale, promo and product communication<br />Visual communication<br />No brand story<br />Generally international advertising<br />
  103. Dockers<br />
  104. Dockers<br />
  105. Dockers<br />
  106. Dockers<br />Mood and range communication<br />Portrays the attitude inherited with the clothes<br />Visuals and logo, no copy<br />
  107. BIBA<br />
  108. BIBA<br />
  109. BIBA<br />
  110. BIBA<br />
  111. BIBA<br />Sale and range communication<br />Brand tries to establish a fantasy<br />Usage of very archaic elements to give the communication an ancient seriousness<br />Consistent visual grammar<br />
  112. Marks & Spencer<br />
  113. Marks & Spencer<br />
  114. Marks & Spencer<br />
  115. Observations @ Marks & Spencer<br />Sale and range communication<br />Presence of catalogue advertising<br />Simple visuals to portray range<br />Lacks style, looks ordinary<br />
  116. Lilliput<br />
  117. Lilliput<br />
  118. Lilliput<br />
  119. Lilliput<br />Communicates range and footprint<br />Also communicates ticket sized promos<br />Usage of international models gives it a premium look and feel<br />Showcases range from 0 to 12<br />
  120. Gini & Jony<br />
  121. Gini & Jony<br />
  122. Gini & Jony<br />
  123. Gini & Jony<br />Communicates promos and range<br />Also communicates ticket sized promos<br />Usage of international models gives it a premium look and feel<br />Showcases range from 0 to 12<br />Communicates activities involving mothers to portray the brands understanding of children<br />
  124. Colorplus<br />
  125. Colorplus<br />
  126. Colorplus<br />
  127. Colorplus<br />
  128. Colorplus<br />
  129. Colorplus<br />
  130. Colorplus<br />
  131. Colorplus<br />
  132. Colorplus<br />Communicates range<br />Tongue in cheek communication<br />Generally visuals only show products in different forms to connote a story<br />The visual grammar is consistent and the stories are not repetitive<br />
  133. Colorplus<br />
  134. Thank You<br />

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